In the world of online marketing and the internet of things, patients turn to Google before they pick up the phone.
Whether it’s finding a “physio near me” or researching “can a chiropractor help with headaches?”, the journey often starts with a search.
For health clinic owners, this means your online visibility can make the difference between a steady flow of bookings or an empty appointment calendar.
Healthcare search engine optimisation (SEO) is one of the most effective ways to get your clinic seen by the right people, at the right time. Done well, it not only increases traffic to your website but also builds trust, positions you as an expert, and brings in more patient enquiries without relying heavily on paid advertising.
Below, we’ll walk through practical ways you, as a health clinic owner or manager, can use SEO for healthcare to grow your business.
Here’s how to claim your local online real estate
If you want to be found in local searches, your Google Business Profile/Google Maps is non-negotiable.
Stand out on Google with a free Business Profile. Turn people who find you on Google Search and Maps into new customers with a free business profile for your storefront or service area. Personalise your profile with photos, offers, posts, and more.
Make sure yours is:
- Fully complete, by adding your services, opening hours, photos, and contact details.
- Accurate. Keep your name, address, and phone number (NAP) consistent across all listings.
- Engaging. Add regular updates, service posts, and respond to customer service reviews.
Don’t stop at Google. Also list your clinic in reputable directories like Healthdirect, White Pages, Hotfrog, and True Local. These listings send signals to search engines that your business is active and trusted.
Optimise your website for local keywords
Your website is your most valuable marketing asset. To make it work harder for you:
- Create dedicated service pages for each treatment you offer.
- Create dedicated condition pages for each type of condition that may benefit from your service.
- Use location-based keywords in headings, meta descriptions, and content (e.g. “remedial massage Sydney CBD” instead of just “remedial massage”).
Include your suburb and surrounding areas naturally in your copy.
This not only helps search engines understand what you do and where you do it but also makes it easier for local patients to find you. Local SEO for healthcare is all about boosting your visibility in the areas around your clinic.
Publish valuable, patient-focused content
A well-maintained blog can significantly boost your SEO. Focus on topics your patients are searching for, such as:
- “Can physiotherapy help with vertigo?”
- “How to manage back pain while working from home”
- “The benefits of prenatal chiropractic care”
Answering these questions builds trust, demonstrates expertise, and helps you appear for long-tail search terms that your competitors may overlook. Add internal links from blog posts to your key service pages to guide visitors towards booking.
Real-world example of SEO success
For example, Sydney Spinal Care, a Sydney-based chiropractic clinic ranks in the top positions for competitive local searches such as “chiropractor Maroubra” and “how much is a chiropractor”.
Their visibility is no accident. By focusing on targeted on-page SEO, optimising their Google Business Profile, and regularly publishing patient-focused content, they’ve built a steady online presence that attracts a consistent flow of new patient enquiries every month.
This is a good illustration of how local SEO strategies, when implemented consistently, can have a direct and measurable impact on clinic growth.
Build trust with online reviews
Search rankings are important, but patient trust is what turns clicks into bookings. Positive online reviews can be a powerful form of social proof.
However if you’re in Australia, you need to be mindful of the rules.
Online reviews for health practitioners are regulated by the Australian Health Practitioners Regulation Authority (AHPRA).
In Australia, AHPRA rules prohibit publishing online reviews that mention treatment outcomes or clinical experiences, as these can be misleading.
Their website states that:
“The National Law does not allow the use of testimonials or purported testimonials to advertise regulated health services or a business that provides a regulated health service.”
Only non-clinical feedback, such as comments on customer service or facilities, is allowed, and clinics are responsible for ensuring all reviews they display comply with these guidelines.
In most cases, you can only collect and publish reviews that relate to your clinic’s customer service, not the outcomes or specifics of treatment.
If your clinic operates internationally and isn’t under similar restrictions, then this section applies fully. In that case:
- Ask satisfied patients to leave reviews on Google and Facebook.
- Respond to all reviews and thank patients for positive feedback and address concerns in a professional manner.
- Display reviews on your website, especially on service and booking pages.
The more authentic and relevant your reviews, the more confident potential patients will feel about choosing you.
Monitor results and refine your strategy
SEO for healthcare isn’t a one-off task. It’s an ongoing process.
Use free tools like Google Search Console to see which keywords are driving traffic, and Google Analytics to monitor user behaviour on your site. And if this seems a little daunting, consider hiring a local SEO agency or a virtual assistant to provide you with the advice you need.
Ask yourself:
- Which pages attract the most visitors?
- What’s the click-through rate from Google search results?
- Are visitors converting into bookings?
Based on this data, you can refine your keywords, update underperforming content, and double down on strategies that work.
Quick-win SEO checklist for clinics
If you’re just getting started, focus on these first:
- Optimise your Google Business Profile. Complete every field and add quality photos.
- Fix your NAP consistency. Ensure your contact details match across all listings.
- Add location-based service pages. One page per service, optimised for a specific suburb.
- Start a blog. Publish one useful, patient-focused article each month.
- Collect and respond to reviews regarding customer service. Aim for a steady stream of new ones.
Final thoughts
SEO for healthcare is one of the most cost-effective marketing tools for your clinic. It helps you show up where your patients are looking, builds credibility, and creates a consistent flow of enquiries without paying for every click.
By claiming your local online presence, optimising your website for relevant searches, publishing helpful content, and showcasing positive reviews, you can position your clinic for long-term success.
If you’d like to see results like Sydney Spinal Care, start with small, consistent actions. SEO compounds over time. What you invest today will keep bringing new patients tomorrow.
Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, content marketing and project management. Having founded Orion Marketing back in 2015, he is well equipped to lead teams to success.
